Take a good look at these four pictures. Through them, I will explain to you what the experiment shown in these pictures looked like.
The authors of the experiment: Johansson, P., Hall, L., Sikström, S., & Olsson, A. (2005).
Look at it carefully…
Figure A: The researcher shows 2 photos to the respondent
Figure B: The respondent chooses which person on the photo he prefers
Figure C: The researcher places both photos on the table and asks the respondent to take the one he prefers. The respondent reaches for the left photo, reasonably, because he chose it, but he doesn’t know that there is another photo behind that photo (the researcher holds both photos in each hand, which he showed to the respondent in Figure A).
Figure D: The respondent thinks he’s getting the photo on the left, but he’s actually taking a photo he didn’t select in Figure A.
After the respondent received the wrong photo, he was immediately given the task of explaining why he chose that photo. Beware, the photo in his hand is wrong!
Only a third of the respondents realized that they had been deceived and that they were holding a photo in their hand that they hadn’t chosen at all. The rest of them made an effort to explain why they chose that particular photo.
If you’ve been reading this blog on a regular basis, you’ve had many opportunities to see examples of why we can’t trust customers when we ask them what they think, and this example shows that we need to be careful even when we’re counting on their perceptual power.
However, there is a way to monitor and measure visual attention well, and that is eye tracking. Whether it’s an online user experience or interaction with the environment, the safest way of understanding the context of your customers’ behavior is to look at the environment through their eyes.
It is very important to distinguish between eye tracking and mouse tracking. There’s a number of software solutions that allow you to track mouse movements on a website. But this technology has a big drawback – the correlation of mouse and human eye movements is below 6% in vertical movement and below 20% in horizontal movement. In other words, your eyes move a lot differently than the mouse you control, and mouse tracking technology usually doesn’t provide good information.
What do eye movement and eye tracking look like? The best example of how limited we are when using our sense of sight can be portrayed by any example of a magic trick. The goal of the illusion is to distract you from what is important and magicians are excellent at it.
What does this look like in a real example? Take a look at the video in which our team used eye tracking technology to monitor the visual attention of a user watching the magic trick of the world’s most famous master of illusion using playing cards.
I believe you have looked in the wrong direction yourself. :-)
In the film “Scarface”, Al Pacino utters the famous sentence: “The eyes, Chico. They never lie… ”
That’s right, but the question is whose perspective you are looking at…
Behavioral marketing specialist, Google Growth Engine Ambassador (Adriatics) and founder of Promosapiens. Dalibor is a regular speaker at the international conferences: Shopper Brain (Netherlands), Dubai Lynx (UAE), Euroshop (Germany), Family Thinking Marketing Forum (Poland), Branding Conference (BiH), MEKST (Serbia), HOW Festival (Croatia), just to name a few… His lectures with the practical examples of behavioral marketing are regularly the highest rated among the audience.